Brand Guide
Contents Brand Guidelines
Section
Page
1.0
Brand Values
4
2.0
Logotype: Wordmark & Lockup
6
2.1
Logotype: Exclusions Zone
7
2.2
Logotype: Colour Usage
8
2.3
Logotype: Incorrect Logo Usage
9
3.0
Typography: Primary Display Fonts
10
3.1
Typography: System Safe Fonts
11
3.2
Typography: Font Usage
12
4.0
Brand Colours
13
5.0
Imagery
14
6.0
Brand Applications
15
7.0
Assets: File References
18
Brand by Do Good Branding info@dogoodbranding.com +44 (0)20 7250 0292 3
1.0
agile authoritative
Brand Values Overview
DeďŹ nition 1. quick and well-coordinated in movement; lithe: an agile leap. 2. active; lively: an agile person. 3. marked by an ability to think quickly; mentally acute or aware.
DeďŹ nition 1. having due authority; having the sanction or weight of authority: an authoritative opinion. 2. having an opinion recognised as true; valid; proven. 3. having an air of authority; accustomed to exercising authority.
DeďŹ nition 1. capable of being depended on; worthy of trust; reliable: a dependable employee.
dependable 4
Brand Values Overview
passionate smart
1.0
Definition 1. having, compelled by, or ruled by intense emotion or strong feeling. 2. expressing, showing, or marked by intense or strong feeling.
Definition 1. having or showing quick intelligence or ready mental capability. 2. shrewd or sharp. 3. clever, witty, or readily effective.
Definition 1. Direct; not roundabout: a straightforward approach.
straight forward 5
Logotype Wordmark & Lockup
2.0
Design rational The brand centres around a single droplet of nectar and it’s associated qualities: rich, pure and refined. Wordmark The wordmark uses two weights of the font Museo, 300 and 500 (regular). The logo must always be represented using the supplied asset files.
Sticky Droplet
Sticky Wordmark
Assets The logo exists in three forms: Sticky Droplet Sticky Wordmark Sticky Lockup
• • •
These variants are available in a high quality vector format (.eps) which can be scaled to any required size. This format should always be used to ensure perfectly sharp reproduction. TM / ® Symbol Once the trademark’s registration process has been completed, the current ‘TM’ symbol can be exchanged for the ‘®’ symbol which indicates that the logotypes are protected.
Sticky Lockup
6
Logotype Exclusion Zones
2.1
Wordmark Exclusion Zone Using the size of the ‘o’ as a guide, create a margin around the perimeter of the wordmark.
Sticky Wordmark exclusion zone calculation
Lockup Exclusion Zone As with the wordmark, create a margin the same height and width as the letter ‘o’ from ’Content’. Position this margin around the entire Lockup including either side of the droplet in it’s entirety. e.g. If the droplet stretches to the top of the page ensure the exclusion zone extends with it.
Sticky Lockup exclusion zone calculation
7
Logotype Colour Usage
2.2
8
White Sticky Wordmark on Plum
Plum Sticky Wordmark on pale background
Sticky Wordmark on dark background
White & Nectar Sticky Lockup on Plum
Plum & Nectar Sticky Lockup on pale background
White Sticky Lockup on dark background
Nectar Sticky Droplet used in isolation
Wordmark used in isolation
Lockup used in isolation NB remove droplet
Logotype Incorrect Usage
Sticky Content DO NOT stretch or distort the logotype
DO NOT recreate logo using different fonts
NEVER rearrange the Sticky Lockup
NEVER use the logo in non-brand colours
2.3
Things to Avoid It is important that our Sticky Content logos are used consistently and inline with the brand guidelines. Be vigilant about their use. Here are examples of how NOT to use the Sticky logotypes.
DO NOT use the lockup in isolation with droplet
As con restis et lab ipsa as res esto torpore ea nosae que
AVOID using a Plum logo on a dark background
AVOID using special effects on the logotypes
DO NOT ignore the exclusion zone
9
3.0
Abc.123
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@£%&*(){}”“ Museo 300
Abc.123
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@£%&*(){}”“
Typography Primary Display Fonts
Brand Font Museo is Sticky Content’s primary typeface family, and should be used on all marketing collateral. The design of the font echoes the linear flow of the Sticky nectar and is complemented by the Sticky illustration style. Documents produced in-house e.g Word documents and PowerPoint presentations should be created using the system-safe font Arial. NB:
Font Background Museo was designed by Jos Buivenga in 2008. Museo is a lucid semi-serif family with simple, open forms and highly original details. Museo supports a wide range of languages and comes with several extra ligatures and alternates. The font is available in a total of 5 weights of which 3 have been selected for Sticky Content:
Museo 500
Abc.123
ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@£%&*(){}”“ Museo 700
10
• Museo 300 (light) • Museo 500 (regular) • Museo 700 (bold)
Typography System Safe Fonts
Abc.123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@£%&*(){}”“ Arial Regular
Abc.123 ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 1234567890#?!@£%&*(){}”“ Arial Bold
3.1
Secondary Font Arial is the nominated system-safe font for Sticky Content and is commonly available on both PC and Mac operating systems. Arial should be used in the following instances in order to create a consistent look for documents that require inhouse creation or editing:
• email & letter writing • Word, PowerPoint & Excel documents • website, blog & email marketing • internal notices • copy decks • accounts & invoicing Font background Arial was designed in 1982 by Robin Nicholas and Patricia Saunders for Monotype Typography. Though nearly identical to Linotype Helvetica in both proportion and weight, the design of Arial is in fact a variation of Monotype Grotesque. Subtle changes and variations were made to both the letterforms and the spacing between characters, in order to make it more readable on screen and at various resolutions.
11
3.2
Big headline 72pt (set-solid) Museo 700, in white
Subhead 12pt Museo 700, in Nectar Standfirst type style, a slightly bolder version of the body copy style. 9pt on 12pt leading Museo 500, in white Body Copy, a comfortable size and weight of font, allowing large quantities of text to be read easily. 9pt on 12pt leading Museo 300, in white
• a bullet point • another bullet point • yet another bullet point • and one last bullet point Nectar circular bullets, type same as body copy
12
Typography Font Usage
Typography Here is an example of which font weights and sizes should be used when producing Sticky Content marketing materials. The Museo font is a vital brand element, and, in combination with the Plum and Nectar colour palette, conveys the strong Sticky Content brand image. Text Colour Most text will appear as white on a plum background. When a white background is used, e.g. the back of an invite, then text should appear in Plum or Black. Headlines Keep these big and bold. They should contrast as much as possible in size with the body copy. Subhead This is one exception whereby Nectarcoloured type can be used. This should be restricted to subheads where possible. Body Copy The size and weight of font here will depend on the length of the copy. This example uses a common font size and leading size (9pt on 12pt). Try to keep a similar ratio when using larger or smaller font sizes. Bullet Points This example uses a Nectar circular bullet, with a size equal to the x-height of the body copy font size.
Brand Colours Primary Palette
4.0
Usage Our palette consists of just two colours; Plum and Nectar. The balance of colour usage should always be prodominently Plum, using Nectar as an accent. Avoid using pale shades or tints, keep colours bold and conďŹ dent.
NB:
Coloured Type Type should appear as white on a plum background. We only recommend using Nectar-coloured type sparingly and for emphasis. The logotype lettering must never be coloured Nectar. Type can be coloured Plum or black when used on white.
Plum
Nectar
Pantone Coated: 260 C Uncoated: 260 U
Pantone Coated: 109 C Uncoated: 108 U
c 67
m 100
y 6
r 98
g 37
b 103
Web #800080
k 28
c 0
m 10
y 100
r 254
g 209
b 0
k 0
Web #FED100
13
5.0
Imagery Line Illustration
The Concept A continuous line of nectar can form the limitless objects, subjects, characters, ideas, etc. This device has been developed as part of the Sticky Content brand in order that a visual element can be introduced into otherwise text-heavy marketing materials. A line illustration can be created to accompany a marketing campaign or event and should work in conjunction with a clearly themed heading. Flow The flow of the line should reflect the idea that it is made from nectar. Use smooth curves culminating in a droplet. Colour In order to retain ownership of the illustrations keep the palette to Plum for the background, with a Nectar line.
Sticky line illustration
Creative Possibilities To keep the brand fresh and alive, feel free to express your creative intuition when working on Sticky Content brand imagery. Example directions might involve exploring:
• finish (eg. Spot UV Varnish) • scale • perspective • animation
14
Brand Applications Examples
tele ph info one 0 2 @st icky 0 7704 con tent 3232 Stic .co. ky C uk ont Bus e ines nt L imit s De 52 U ed sign p Cen Lon per Str tre eet don N ww w.st 1 0QH icky con tent .com
6.0
Business Cards A conďŹ dent introduction is helped out with these bold, no-nonsense cards. To give the cards added depth a Spot UV Varnish has been applied to the Sticky Droplet and gleams when catching the light.
Business Cards
15
Brand Applications Examples
6.0
6 ways we can improve your content
1 Audit your website content •••
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1
2
4
Content Planning
Tone of Voice
Digital Copywriting
An intelligent assessment of your web, email or mobile content, with practical suggestions for immediate improvements
The planning and guidelines you need to create consistently good digital content, mapped both to business objectives and user needs
Making sure your digital copy is usable, scannable and search-friendly – but also uniquely yours
Most of all we’re known for writing digital copy that’s usable, searchable, on brand and effective
• defining your tone
• web content • mobile apps • marketing emails • online forms and
• copy scored against digital writing best-practice
•
detailed report packed with quick wins
• management summary to help internal buy-in
available as • results a document or presentation
planning which • editorial is sensible, seasonal and on brand
• brainstorming great
ideas for new content
• best practice samples of usable, searchable, repeatable content formats
• guidelines and training to leave you self-sufficient in content creation
Sales folder
16
3
Copy Audits
of voice if you haven’t already
•
taking your offline brand tone of voice and making it work online
• creating tone of voice
guidelines to ensure a consistent voice, even with multiple authors
• practical examples,
copywriting dos and don’ts, recommended words and phrases
ecommerce content
• user journey content
5 Training Bespoke and open courses to refresh your digital content skills
• • seo copywriting to find your tone • how of voice online writing for the web
• customer care online your • improve marketing emails
6 Ecommerce Content Copy that encourages users to engage with your brand, complete your purchasing process, log on, sign up and self-help online
• ecommerce user journeys • product pages copy which ups • form completion rates and • transactional confirmation emails
• Help content and FAQs
Folder This is an example whereby a number of Sticky Content brand applications sit side-by-side.
Brand Applications Examples
6.0
Invitation Relevant imagery of a glass of Champagne being poured helps add interest to an otherwise text reliant piece. The illustration leads the viewer to the Sticky Content logo whilst simultaneously describing some relevant imagery.
Sticky is having a party‌
10th Anniversery party invitation
17
Assets File References
7.0
File Format Vector (.eps) This is a high resolution, scalable format, suitable for: email & letter writing high resultion printing screen printing large format processes vinyl cutting fabric badges
• • • • • • sc_wordmark_wht.eps
sc_wordmark_260c.eps
Bitmap (.jpg) This is a fixed resolution, rasterised pixel format, suitable for: on-screen use (rgb only) websites & email (rgb only) low-res office printing Powerpoint slides Word documents
• • • • •
sc_lockup_wht-109c.eps
sc_lockup_260c-109c.eps
Colour Format RGB This is the on-screen colour, made up of Red, Green and Blue light. CMYK This is the standard four-colour print process made up of Cyan, Magenta, Yellow and Black coloured inks. Pantone® Pantone® is an international colour standard for specifying consistent colours within the design industry.
sc_droplet_109c.eps
18
Assets File References
Sticky Wordmark logotype sc_wordmark_rgb.eps sc_wordmark_cmyk.eps sc_wordmark_260c.eps sc_wordmark_blk.eps sc_wordmark_wht.eps
vector
● ● ● ● ●
sc_wordmark_rgb.jpg sc_wordmark_cmyk.jpg Sticky Lockup logotype sc_lockup_rgb.eps sc_lockup_cmyk.eps sc_lockup_260c-109c.eps sc_lockup_wht-109c.eps sc_lockup_blk.eps sc_lockup_wht.eps
bitmap
vector
● ● ● ●
●
bitmap
rgb
white
● ●
● cmyk
pantone
black
white
● ● ● ● ● ●
sc_lockup_cmyk.jpg
● ●
black
●
●
sc_droplet_109c.eps
pantone
●
● ● ● ● ● ●
vector
cmyk
●
sc_lockup_rgb.jpg
Sticky Droplet graphic
rgb
7.0
bitmap
● ●
● ● rgb
cmyk
pantone
black
white
● 19
Brand by Do Good Branding info@dogoodbranding.com +44 (0)20 7250 0292 Unit 5 Zeus House 16 – 30 Provost Street London N1 7NG